Why I’m Starting This Newsletter

and you might want to follow it

I’ve been running paid media for e-commerce brands for years.

Google Ads. Meta. Attribution headaches. The whole thing.

I’ve seen what works. I’ve seen what doesn’t. I’ve sat inside hundreds of ad accounts and watched the same patterns repeat.

And for a long time, I kept most of it to myself.

Client calls. Internal docs. Slack threads with my team.

That’s where the real insights lived. The stuff that actually moves the needle. Not the “10 tips to scale your ads” nonsense you see everywhere.

So why now?

Honestly? I got tired of watching brands make the same mistakes.

The founder who thinks they’re profitable because ROAS looks good. They’re not.

The brand that fires their agency after 3 months, hires another one, and gets the exact same results. Because the problem wasn’t the agency.

The marketing lead who’s been told to “just let Google do everything” - and has no idea if that’s actually working.

I’ve had these conversations hundreds of times. On calls. In audits. In those awkward moments when someone realizes they’ve been flying blind.

And I kept thinking: I should write this down.

Not for everyone. For the people who actually want to understand what’s happening in their ad accounts. Who want to make better decisions instead of just hoping the algorithm figures it out.

What I’ll write about

This isn’t a “tips and tricks” newsletter.

I’ll share what I’m seeing in real accounts. Patterns. Problems. Things that worked. Things that didn’t.

Sometimes it’s tactical - the email sequence that recovered revenue, the campaign structure that finally scaled.

Sometimes it’s strategic - how to think about launches, when to trust the data, when to ignore it.

Sometimes it’s just honest - the mistakes I’ve made, the things I got wrong, the stuff nobody talks about.

I’m not going to publish on a schedule just to fill your inbox. I’ll write when I have something worth saying.

Who this is for

You run an e-commerce brand. Or you manage the ads for one.

You’re doing €500K, €2M, €10M - somewhere in that range where the stakes are real but you’re not a massive corporation with unlimited budget.

You’ve looked at your numbers and thought: something doesn’t add up here.

You want to understand what’s actually happening. Not just trust that someone else has it figured out.

If that’s you - welcome.

If you’re looking for hacks, shortcuts, or “one weird trick” content - this probably isn’t it.

One thing before you go

I’ve spent years learning from people smarter than me. Podcasts, newsletters, calls with people who’ve been doing this longer.

The best stuff I’ve learned wasn’t complicated. It was usually someone saying: “Here’s what I saw. Here’s what actually happened.”

That’s what I want this to be.

Not theory. Not frameworks for the sake of frameworks.

Just: here’s what I’m seeing. Here’s what’s working. Here’s what I’d do if I were you.

Let’s see where this goes.

- Raoul

---